To promote Subway’s Taco Sub, we launched a set of innovative pre-roll ads for YouTube. The Taco sub is, thanks to the cracking noise from its nacho chips, the first sub ever to make a distinguished sound when you eat it. To better illustrate The Sub with a Sound, we built a narrative around "Good Cracks vs. Bad Cracks". Good Cracks obviously being the nacho chips.

The three adverts, specially tailored for YouTube's True View format, all show a Taco Sub and another item waiting to get crushed by the sheer power of the hydraulic press. Not only does Subway tap in to the YouTube phenomena of hydraulic presses; they also show that, when done right, even a film about a sandwich can become truly unskippable.

If you are reading this, it is because your browser does not support the HTML5 video element.

If you are reading this, it is because your browser does not support the HTML5 video element.

If you are reading this, it is because your browser does not support the HTML5 video element.

If you are reading this, it is because your browser does not support the HTML5 video element.

If you are reading this, it is because your browser does not support the HTML5 video element.

If you are reading this, it is because your browser does not support the HTML5 video element.

If you are reading this, it is because your browser does not support the HTML5 video element.